Challenges faced by the advertising industry
Digital ad space is controlled by Alibaba, Google, and Facebook, with 61.2% of combined market share. Some aspects of ad management by these giants are behind the scenes, so advertisers don’t have complete control over their data.
According to MediaPost, up to 20% of all ad traffic is invalid; of that, 77% is deliberate, sophisticated fraud. Thus, impression data and the insights derived from it can be inaccurate and misleading.
The fragmentary nature of derived data might lead to the situation where different parties — ad platforms, advertisers, publishers — report different impression figures as campaign results.
With volume and speed too great for manual management, programmatic and third-party ad buying can field ads next to unsuitable content that damages brands, incurring recovery costs.
Data breaches and thefts stem from a relatively low level of control over who has access to the data, and how the data is used and by whom.
Digital advertising market cannot go without liquidity. No matter which ad model advertisers use — CPC, CPM, or CPA — they cannot protect themselves against price spikes.
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Blockchain solutions for advertising from Aetsoft
The distributed nature of blockchain and smart contracts make advertiser-publisher communications direct and transparent.
With blockchain, every piece of ad campaign data is on the surface. You can see who viewed your ad along with conversions and other key metrics — every action is recorded on the ledger.
Think of blockchain as a highly protected database of publishers where there's a small chance of encountering swindlers when buying impressions.
Single-point-of-failure risks leading to data thefts can now be eliminated, as data on a blockchain network is shared among all participants.
Smart contracts can streamline advertising transactions, with automatic and instant money transfers to the advertiser’s account upon buying an ad.
Smart contracts could be used to define the audience impressions should target as well as the number of impressions that count as successfully-achieved campaign goals.
Purchasing ad impressions with blockchain
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